'Miracle' anti-ageing cream sparks consumer frenzyBoots braces itself for demand

02 May 2007

After queues for designer bags and scrums for clothes, a new consumer frenzy was being predicted today - this time for an anti-ageing cream.

Boots has said it is 'bracing' itself for a rush on Friday when the No7 Protect & Perfect beauty serum returns to its shelves.

The reputation of the product has been boosted after a favourable showing on a BBC2 Horizon programme at the end of March.

Stocks of the cream immediately sold out after the broadcast and since then 50,000 British women have signed up to waiting lists for the product.

Spread demand

Boots said in an attempt to try to spread the demand, four flagship Boots stores will be opening at 7am on Friday to cater for the rush.

They are Sedley Place, Oxford Street in London; Market Street in Manchester; Lower Parliament Street in Nottingham; and Princess Street in Edinburgh.

The first 100 customers to buy the cream in each of the stores opening early will receive a goody bag of No7 products worth £50.

But customers will only be able to buy one bottle of the cream each.

Fastest selling product

According to the chemist, the cream has become its fastest selling product ever.

Boots production facilities have been working 'around the clock' to hit a target of 24,000 bottles a day with the serum coming off the production line at a rate of 1,000 bottles an hour.

Boots said the waiting list for the product on www.boots.com has been attracting 200 new names an hour.

A special customer care team has even been set up to manage the high number of calls from women in search of a bottle.

Graham Hardy, head of customer care at Boots, said: 'We've heard many stories as to why women should be top of the list to receive the serum, including 'It's my son's wedding in three months' time'.

'Most women don't even know the name of the serum, simply referring it as the miracle cream, vanishing cream or simply as 'that cream'.

'All callers receive the same advice - to avoid disappointment arrive early at their local store on Friday.'

Overseas requests

Ian Filby, Boots beauty director, said: 'The demand for No7 Protect & Perfect has been overwhelming.

'Requests have come in from as far afield as Australia and America.

'Some stores have waiting lists of up to 700 names and others have reported cases of customers climbing over the counter to check if there are any secret stocks.'

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